Services
Business Intelligence, Pharmaceutical Solutions

Situation
The Marketing group within a Fortune 50 company needed to allocate funds for programs fairly and identify best practices. The issue was that there were no clear analytics available to measure impact. The Sales Representatives, at the same time needed to target the right customers to include in the Marketing programs – customers whose behavior could be changed favorably. All this needed to be done in a manner that would allow the Sales and marketing groups to serve themselves with quick and accurate analytics without the need for ad hoc work done by IT or consulting groups.

Action
We designed and enabled an intuitive analytic process that tracked customers, their participation in marketing programs and the change in their behavior and compared it to control groups. This allowed Sales to target customers accurately and Marketing to respond to funding requests from Sales in an optimal manner using analytical basis.

Result
More focused sales efforts led to increasing impactful marketing program and increase in sales and market share. Budget decisions took less time and produced few questions and requests for adjustments as the decision were based on impact analysis. Marketing was able to identify best practices in program planning & management

Technology
BEA Weblogic, Informatica, Oracle, Flash